ABSTRACT Even if a niche activity, mycotourism has gained in popularity internationally, with various initiativzses emerging to cater to the growing interest of tourists toward mushrooms and mushroom-related goods and services. This article presents the argument that mycotourism encompasses a diverse range of activities that have yet to be fully explored and understood by decision-makers and scholars alike. This paper addresses this research gap by providing a comprehensive understanding of the diverse mycotourism initiatives in Quebec (Canada). Through an in-depth environmental scanning process, this study presents an overview of mycotourism offerings, employing a classification, cluster analysis, and strategic grouping approach to synthesise and organise knowledge based on 57 organisations. The 18 mycotourism activities were classified into five distinct categories. The cluster analysis revealed the presence of four distinct groups of micro and very small enterprises (VSEs) in the sector, each characterised by its own unique set of traits and behaviours: curated activity providers; wide-ranging service providers; learning and development focused providers; and guided adventures providers. By leveraging providers' total number of employees and total number of activities offered, we have established 4 strategic groups demonstrating that the VSEs exhibit versatility in their activities and adapt to different scales of mycotourism offerings.
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